I use Bilt Hamber - Auto Wheels if there is a real build up. It needs a bit of agitation sometimes if wheels have been left a long time or not really cleaned properly, but it is safe on finishes including polished alloys. It also cleans calipers without discolouring too.
But once cleaned, all I do then is spray with a mild APC, wash off and wipe over with wheel polish. Haven't found much difference between the different brands, but then I rarely leave them more than one wash between repolishing!